BMW Motorrad USA
BMW cars is well known in America, but that is not the same for BMW Motorrad, which has only 15% share of the US motorcycle market. So it was big news when BMW announced they were going to extend their M series of cars to include the first ever M motorcycle. We were asked to come up with an idea that would introduce it in a compelling and cost-effective way, while demonstrating its capability.
To create engagement and open eyes to a new experience, we developed a creative platform called “Counter Culture.” The concept builds a world around the deli counter that’s not entirely unlike craft coffee (think Starbucks). The Boar’s Head Counter Culture platform welcomes people to the deli by providing lighthearted Deli Rules that help people understand how they want to order.
